Back to Case Studies

Hitting the ground running: How SportsShoes.com unified online and in-store

Discover how rapid implementation of Shopify POS created a true unified experience, unifying online and in-store retail for the UK's leading running specialist.

15 May 2026 6 minute read

eCommerce insights and strategy Shopify

A flagship store built around unified retail

SportsShoes.com has built its reputation as one of the UK’s leading running specialists, combining deep expertise, premium product partnerships, and a high-performing eCommerce operation trusted by runners nationwide.

In early 2026, the business took a bold next step with the launch of House of SportsShoes, a 5,000-square-foot experiential flagship store in the heart of Shoreditch, London. Designed as far more than a traditional retail space, the store was created to bring the SportsShoes ecosystem into a physical environment through expert gait analysis, community events, RFID-powered product experiences, and access to some of the world’s leading running brands.

To support that vision, SportsShoes partnered with Visualsoft to implement Shopify POS and create a truly unified retail environment that seamlessly connected online and in-store experiences.

Our impact.

3 weeks

POS integration in just under 3 weeks

90,000+

SKUs accessible via endless aisle model now ranking

Seamlessly

integrated Shopify POS into non-Shopify eCommerce stack.

Building a connected retail experience

SportsShoes already operated a sophisticated eCommerce infrastructure, so this project was never simply about introducing a new till system into a physical store.

The goal was to create a retail environment where customers could move effortlessly between digital and physical touchpoints, while store staff had the same visibility, tools, and customer insights as those powering the online experience.

At the same time, the launch timeline presented a significant challenge. With the Shoreditch flagship rapidly approaching completion, the Shopify POS implementation needed to be delivered at pace without compromising operational quality or customer experience.

The technical complexity added another layer to the project. Unlike traditional Shopify POS implementations, SportsShoes was not operating on Shopify ecommerce. The solution, therefore, needed to integrate Shopify POS into a non-Shopify eCommerce stack while still delivering the benefits of unified retail.

A collaborative push for unified retail

To bring this vision to life, SportsShoes.com partnered with Visualsoft, a Shopify Plus agency specialising in unified retail solutions. Working closely together, the teams delivered a best-in-class unified retail environment.

Rapid Shopify POS integration

Despite the complexity of connecting Shopify POS to a non-Shopify online stack, Visualsoft implemented the solution in under three weeks. This created a unified retail system where in-store staff and customers could access the full online catalogue, enabling true endless aisle functionality and consistent inventory visibility.

Seamless customer experience

Shopify POS was selected for its flexibility and intuitive in-store tools, from quick checkouts to expert product information at the point of sale. The integration ensured customers enjoyed the same ease, trust, and personalisation in Shoreditch as they did online, with features like RFID-enabled shoe walls providing instant performance details on screens.

A flagship that lives up to the vision

House of SportsShoes opened in early March 2026 to an outstanding early reception. Customers have praised the service, staff expertise, product information, and overall experience, confirming the success of the unified approach.

The rapid deployment demonstrated that Shopify POS can thrive in complex, non-native environments - delivering real outcomes for ambitious retailers. The store has become a benchmark for unified retail, proving that digital-first brands can expand into physical spaces without compromising performance or speed.

Visualsoft have been great partners. We've worked very closely, both of our teams, in collaboration to deliver this best-in-class omnichannel solution."

Jon Cleaver - Chief Technology Officer, SportsShoes.com

View our case studies

Discover how rapid implementation of Shopify POS created a true unified experience, unifying online and in-store retail for the UK's leading running specialist.